At TrueCar, the UX team regularly conducted design sprints. We followed the process developed by Jake Knapp in his book Sprint. These creative sessions often yielded great ideas that became part of our product.
As a UX writer, I thought it would be useful (and fun!) to run a copy sprint. The designers on my team were intimately familiar with our product, and often came up with great ideas for copy. I wanted to use this sprint to tap into their talent. The design team created lots of compelling value props, and I then ran user tests to see which our potential customers preferred. We could then use these value props throughout the site.
I used Figma’s FigJam online collaborative whiteboard for easy brainstorming.
After we discussed the concept of a value prop, the design team wrote as many value props as they could within five minutes.
Next, we organized the value props into buckets based on subject matter or sentiment, and the team voted on the ones they liked best.
I tested the value props to see which users preferred, and what they thought of each one.
I gathered verbatims about each value prop.
Then, I organized the value props into a “face-off” configuration, and further tested them against each other, to see which users preferred, and why.
Finally, we had a winner, which we could now use on the site!
We used a variation of this value prop on our new Affordability Calculator.